Strategic planning

1、part one understanding marketing and the marketing process lecture two strategic planning and the marketing process at a glance nexplain the strategic planning and its four steps ndiscuss how to design business portfolios and growth strategies ndescribe the marketing process and the forces that infl

2、uence it what is strategic planning? the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities. steps in strategic planning defining a clear company mission setting supporting objectives designing a sound busin

3、ess portfolio coordinating functional strategies business unit, product, and market level company level remember marketing plan contains: mission statement financial summary of what it seeks to achieve market overview swot analysis assumptions marketing objectives marketing strategies programmes (wi

4、th forecasts and budgets) vision mission objectives strategies operational plans the logical sequence underlying plans:from vision to operational plans contents of marketing plan defining the companys business and mission nmission statement: a statement of the organizations purpose-what it wants to

5、accomplish in the larger environment. nmarket oriented nrealistic nspecific nmotivating companyproduct-orientationmarket-orientation poppywe make lipsticks we sell lifestyle and self-expression; success and status; memories, hops and dreams sea worldwe run a theme park we provide fantasies and enter

6、tainment kmartwe run discount stores we offer products and services that deliver value to middle- chinese xerox we make copying, fax and other office machines we make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents market-orientation

7、business definitions setting company objectives and goals mission: “food, health, hope” - of helping to feed the worlds exploding population while at the same time sustaining the environment. overall objective: to create environmentally better products and get them to market faster at lower costs. t

8、he agricultural divisions objective: increase agricultural productivity and reduce chemical pollution by setting company objectives and goals improve profits increase salesreduce costs increase market share in existing market enter new market increase product availability and promotion establish dis

9、tribution channels and sales programs hierarchy, specific designing the business portfolio nbusiness portfolio: the collection of businesses and products that make up the company. analyzing the current business portfolio boston consulting group approach the general electric approach developing growt

10、h strategies in the age of connectedness product-market expansion grid what is strategic business unit (sbu)? a unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses. sbu can be a company division, a product line with a div

11、ision, or sometimes a single product or brand. cow relative market share rate of market growth 1 3 2 7 8 4 5 6 10x1x 0.1x 0 10% 22% bcg approach strong averageweak high medium low industry attractiveness business strength b a c d f g e ge approach market penetration product development market develo

12、pment diversification new new existing existing market product growth directions for a given product-market combination planning cross-functional strategies nmarketings role in strategic planning ncompany nstrategic planner nsbu noperation nmarketing and other business functions vision core values e

13、thics marketing research; product evaluation; environmental studies; other research actives organization development policy control and measurement objectives and strategies marketing operations input and adjustment such as: sales force management distribution cost analysis evaluation of advertising

14、 test marketing service audit inventory control for: marketing products price distribution selling advertising promotion total sub-activities of the marketing organization the control process set goals what do we want to achieve? measure performance what is happening? evaluate performance why is it happening? take corrective action what should we do about it? next week nmarketing environment nassignment: nrevi